Objective - This study examines the discrepancies that exist among the influence of age and education on purchase intention of halal labelled food, by using conscientiousness as a covariate.

Methodology/Technique - Total number of respondents used in this research were 352 Indonesian mothers. Data has been collected through questionnaires measuring the purchase intention of halal labelled food and analysis has been performed through analysis of covariance.

Findings - The results have indicated that when conscientiousness trait is controlled, the interaction of age and education exhibit influence on purchase intention of halal labelled food with (F=6.079; p=.03), and effect size of 3.4% (.034). The influence of education, with controlled conscientiousness trait, over purchase intention of halal labelled food is significant (F=3.407; p=.034), effect size 1.9% (.019). On the other hand, age, with controlled conscientiousness trait, does not have significant influence over purchase intention of halal labelled food (F=3.407; p=.34).

Novelty - This paper has revealed demographic variables; education and age; that influence purchase intention by controlling psychological factor.

Type of Paper: Empirical

Keywords: Age; Analysis of Covariance; Conscientiousness; Education; Purchase Intention of Halal Labelled Food.

JEL Classification: I21, L66, M31.